Biti's 40-Year History - Cherishing Vietnamese Feet

Biti's Historical Development (1982-Present)
📌 The company began as the Van Thanh cooperative in 1982, founded by Mr. Huynh Cong Thanh and Mrs. Lai Khiem with 20 workers, initially producing rubber sandals.
🌏 By 1989, Biti's became the first private enterprise granted licenses for import-export and foreign joint ventures.
🏭 In 1995, the second factory, Dona Biti's, was established in Dong Nai with modern production lines using advanced technology.

Technological & Market Expansion
🚀 In late 1989, Biti's became the first enterprise in Vietnam to import EVA technology production lines, leading to a significant leap in domestic footwear manufacturing techniques.
👗 In 2006, the Costco women's fashion brand was launched, focusing on leather products targeting the middle class.
💻 The launch of the iBSAB IT system in 2010 marked a turning point in Biti's information technology transformation.

Brand Repositioning and Modernization
🌟 The famous 2000 advertising campaign, "Nâng niu bàn chân Việt" (Cherishing Vietnamese Feet), strongly established the brand's connection with the nation's history.
👟 In 2016, Biti's made a spectacular comeback by launching the Biti's Hunter high-end sports shoe line, bringing a youthful and modern vibe to the market.
🎤 Early 2017 saw Biti's collaborate with major stars like Sơn Tùng M-TP and Soobin Hoàng Sơn to launch inspirational music products, successfully regaining traction with young consumers.

Organizational Changes and Scale
👥 In November 2018, Mr. Huynh Cong Thanh transferred the CEO position to Ms. Vũ Lê Quyên, initiating major changes in business strategy and corporate culture.
🏭 By late 2020/early 2021, two large factories were completed: Biti's Bien Hoa Amata (7.5 hectares, $700 billion VND investment, 18 million product capacity/year) and Biti's Tra Vinh.
🌐 The distribution network currently includes over 200 marketing stores, 660 intermediary customers, and more than 1,500 sales points nationwide, supported by over 9,500 employees.

Key Points & Insights
➡️ Biti's 40-year journey transformed from a small manual production facility into a national footwear brand recognized for integrity, quality, and humanistic values.
➡️ The brand continues to promote positive messages, moving from "cherishing Vietnamese feet" to nurturing progressive Vietnamese values and fostering national pride.
➡️ Marketing efforts include campaigns that challenge stereotypes, such as urging girls to "love themselves first," and celebrating street culture through collections like Biti's Hunter X Saigon.
➡️ Strategic initiatives like the Supply Chain Project (2017) and Happy Biti's Project (2018) have strengthened operational efficiency and built a positive workplace community.

📸 Video summarized with SummaryTube.com on Feb 04, 2026, 15:55 UTC